Football Dynasty

Chapter 101: Small Steps, City in the Next Five Years

In fact, during the Swales and Lee era, they invested heavily in various aspects, such as signing star players, stadium investments, commercial partnerships, and more.

The document about Champs Cola, or Manchester United’s partnership with Coca-Cola in 1993. Coca-Cola, a global leader in the beverage industry, became Manchester United’s official soft drink sponsor, further expanding the club’s brand presence.

The next page is about how Manchester United expanded their brand by adding branded wines, lagers, and champagne to their portfolio. Additionally, financial products like insurance, loans, and credit cards were introduced under the MU Finance brand.

Richard then explained, "It’s about the commercial relationship between Manchester United and its fans. They track fan needs through research and strengthen ties by providing opportunities to purchase club-branded products and services. So, they don’t just randomly search for and accept sponsors."

John nodded, finally grasping Richard’s point. "So, are you asking me to look for global brands to partner with City next season?" he asked, then paused, his expression turning thoughtful. "But even if we promote, we’ll still be in the First Division, not the Premier League. Will we be attractive enough to global brands?"

Richard sighed again. "No, I’m not asking you to seek out brands. What I mean is that you need to view Manchester City as a brand, an identity, almost like a person. Do you get it? My short-term vision for City is to invest significant time and resources into growing and developing its fanbase, both in the UK and internationally."

He then continued, "This is why I asked O’Neill to play attacking football in the first place. The excitement, the tradition of playing stylish, attacking football—it’s what will draw fans worldwide. Now, we may be playing in a lower league, but that’s fine. In fact, it makes it easier to build this foundation."

John nodded in agreement. Attacking football really is more enjoyable to watch than defensive play. He then asked, "do you think if we succeed in building this foundation, we could challenge Manchester United in the next five or six years?"

"Impossible!" Richard quickly rejected such thoughts. "There’s one thing we’re lacking compared to Manchester United when it comes to foundations. Do you know what it is?"

John shook his head.

"History," Richard simply replied.

This is what it means to treat a brand like a person. Just like people, brands develop distinct attributes that set them apart from their competitors. These qualities can include traits like youthfulness.

Matt Busby laid the foundation for Manchester United’s youth development in 1953, and the legacy continued with the "Fergie Fledglings." Players like Ryan Giggs, Gary Neville, Phil Neville, Paul Scholes, Nicky Butt, and David Beckham all rose through the youth system to become key figures in the club’s phenomenal success recently.

’Not to mention in the future...’ Richard thought.

Seven of the 2004-05 first-team squad were products of the club’s highly successful youth academy, and the youth orientation was maintained with the signings of Cristiano Ronaldo and Wayne Rooney. The club had also augmented its youth talent pipeline through alliances with other European clubs—Bromma, Shelbourne, Nantes, Royal Antwerp, and Sporting Lisbon. He could already imagine it.

"We’re late... or we don’t have a chance at all," Richard smiled wryly.

"Late?" John asked, confused by the statement.

Richard didn’t explain, only looked toward the sky through the window and sighed.

That was the genius of Edwards family and their management during that time.

Why has Manchester United, rather than Liverpool, Real Madrid, or Bayern Munich, become the best-known football club in the world?

All clubs both in the EPL and worldwide, have faced the same industry pressures. Moreover, Manchester United has only won Europe’s most prestigious trophy, the European Cup twice compared to Liverpool’s five times and Real Madrid’s numerous victories.

So why?

The answer lies in the timing of its successes in both the 1960s and the 1990s, which proved to be critical.

These successes occurred during eras marked by significant developments in the media industry. In 1968, television had only recently become widely accessible. By the 1990s, global communications and media were booming as part of the globalization push.

Manchester United capitalized on an English football heritage that included tragedy, such as the Munich disaster and a football culture that emphasized youth, talent development, and an attacking style of play.

The club also had a number of charismatic, talented players like the famous Busby Babes, who attracted fans not only with their on-field performances but also with their off-the-field activities.

It was ironic that the Munich disaster, the tragedy in which eight players tragically lost their lives, triggered the beginning of the club’s deep emotional connection with its fans. It sparked the emotional ties that would form the foundation of Manchester United’s brand.

’Before Munich, it was Manchester’s club; afterwards, everyone felt they owned a little bit of it.’

After that, figures like George Best, Bobby Charlton, and Denis Law became icons, and Manchester United generated both on- and off-field media coverage that helped maintain the club’s high-profile image. Right now, it was the charismatic Eric Cantona took center stage, continuing to fuel media coverage and maintaining the club’s headline-making presence.

Richard stood up and walked over to the window, standing in silence for a moment. Once John stood beside him, he spoke.

"We can’t be Manchester United, John. We simply can’t," he paused, letting the words settle. "But that doesn’t mean we can’t learn from them, build our own legacy. For the next five years, my vision for Manchester City is simple." _{𝓷ℴ𝓿𝓹𝓾𝓫.𝓬ℴ𝓶}

He paused for a moment before continuing, "First, I want to build my own Busby Babes to generate excitement, just like United did in their early days to lay the foundation. It will be a long and arduous process, especially since we don’t have the same history or heritage. And, God willing, I hope we never have to experience anything like the Munich disaster."

"I want every individual who plays for City to become part of our brand, to spark our corporate brand lines. Each player must generate excitement on the field. That’s why I’m counting on players like Cafu, Roberto Carlos, Ronaldo, Solskjaer, Heskey, Campbell, and others. I want their personalities to add excitement to the club’s image."

John nodded, not interrupting Richard, allowing him to speak freely.

"Second, this is the most important," Richard became serious. "Talent." He let the words sink in. "I want Manchester City to be a potential combination of homegrown and imported talent—not only from Europe and South America, but also from Africa, and if possible, Asia."

"Asia?" John’s eyes widened.

Richard clicked his tongue. Did he underestimate Asia?

Football has been present in Asia for a long time, and English teams have periodically visited the region since the 1980s. Not to mention the 2000s, when players like Park Ji-sung, Hidetoshi Nakata, and Shunsuke Nakamura made their mark. And let’s not forget Asia’s massive population—it’s a goldmine.

"Once we reach the Premier League, let’s do a preseason in Asia," Richard said, then took a deep breath as he looked toward the sky.

Park Ji-sung or Nakata—these are probably the best Asian talents he would recruit for Manchester City, assuming there’s still a slot available.

In fact, in the future, he knows Manchester City, if they follow the current trajectory, would recruit Sun Jihai from China. But based on the results also he knows from the future, the outcome wasn’t too promising. Whether it was because City was mediocre or China wasn’t as enthusiastic about football, he wasn’t sure.

That’s why his choice would be Park Ji-sung or Nakata. They are the best option to make a breakthrough in the Asian football market.

John’s mouth twitched. Given City’s current financial condition and performance on the pitch, it would probably take four or five years for the club to reach the Premier League. And that’s only if they had the money to do a preseason in Asia.

Still, he didn’t expose Richard’s thoughts, only sipping his coffee before he heard Richard speak again.

"John, do you know what my vision for Manchester City is over the next five years? Off the pitch, we will become a club renowned for producing the best talent, not just in Europe, but around the world, making tons of money. And then..."

"On the pitch, my goal is for Manchester City to average over two goals per game, outscoring giants like AC Milan, Juventus, Real Madrid, Barcelona—"

"Pfftt!" This time, John couldn’t handle it. He nearly choked on his coffee, staring at Richard as if he’d just declared plans to launch the team into space.

"..."

"BLOODY JOHN!" Richard feigned an enraged expression, making John throw his hands up in exasperation.

He couldn’t help it—what he had just said was a curveball.

Richard waved his hands dismissively. "Fine, then! Give me my ticket! What time do we leave for the United States?"

Indeed, the plan to make money from the United States was about to begin—this was just the start of something big.

But first...

CLAP

Richard slapped his forehead, glancing at his watch.

"Harry’s graduation!" he exclaimed.

P.S. Harry is Richard’s brother, Harry Maddox.